With the growth of mobile phones industry in pakistan, the need for effective advertising has raised. This research is based on theories from three separate but closely related fields of study, namely, social psychology, advertising psychology and mobile advertising. Impact of effective advertising on consumer buying. An empirical study on the adoption of mobile location. Mobile advertising when presented in the context of consumer goals and product involvement by allen lim the two primary objectives for this thesis are 1 to understand the effectiveness of different types of mobile phone based advertisements and 2 to identify if the amount. It should be an argument that takes a stand people might disagree with. The following study has been written as a 30 credits masters thesis at the. Your thesis is an argument, not just an observation or a restatement of the prompt or question. Effective advertising and its influence on consumer buying. The advertising has a foremost and vital impact on purchasing behavior of consumers.
Factors influencing consumers acceptance of mobile marketing services by mohammad ismail thesis submitted to othman yeop abdullah graduate school of business, universiti utara malaysia, in fulfillment of the requirement for the degree of doctor of philosophy. It is estimated that by 2019, nearly 72% of marketing dollars will be spent developing apps and advertisements for mobile platforms. Step 1 create mobile buyer personas understanding your audience is the first step to any marketing strategy, and buyer personas are a valuable tool to aid in that understanding. Attitudes toward mobile advertising 89 be conducted to reveal more accurate insights into attitudes toward mobile advertising. Bachelors thesis mobile advertising an exploration into opportunities presented by oum vantharith for oral thesis defense student year i v, 0 6 220 6 dept. Frequency, mobile advertising, mobile campaigns, rich. Evaluating the effect of mobile display advertising lund university. Utilization of mobile advertising in b2c marketing by sadia sharmin juena,kamran mirza a thesis submitted in partial ful llment for the degree of master of science in the division of industrial marketing and ecommerce department of business administration and social science july 2008. The aim of this thesis is to discover the consumers attitudes towards mobile advertising, when focussing. With more than half of linkedin inbox pageviews currently happening on mobile devices, this creates an unprecedented opportunity for advertisers to reach linkedin members where they engage the most. Mobile advertising occasionally influences consumers in their purchase decisions. The data collection for this thesis was implemented through questionnaires. A product or service is advertised to create awareness in the minds of potential buyers through various advertising mediums such as newspaper, magazines.
The main purpose of this study was to analyse how the namibian telecommunication providers. Hence the reason why effective mobile marketing is key to connecting with consumers as they shop in stores and online. If mobile advertisers can present credibility and entertainment in their. While permission, personalisation, infotainment and incentives were supported for attitudes towards mobile advertising. Some of its types, such as an ad in the newspaper or on the radio, do not require much money, where other forms of advertising, such as television, require significant funding. Different types of mobile marketing tools used currently 2. Over the course of 2015, a number of important trends have emerged in the world of online advertising and digital development. A research on consumer attitudes towards mobile advertising. In 2011, the amount of advertising dollars spent on mobile was only 1% compared to 23% of time consumers spent on the medium farago, 2012. A main benefit of online advertising is that it has a much affordable price when compared with the traditional advertising costs. May 31, 2017 advertising trends are also responding to this development.
This ideology is created through various promotional techniques designed to convince us that if we consume certain products. If you are writing about the civil war, for example, the thesis the u. Civil war was fought for many reasons good and bad is not adequate. Daniel karlstrom submitted in partial fulfillment of the requirements of the bachelor degree of arts in media management department of media and communication royal university of phnom penh may 2006. Mobile advertising is the transmission of a message related to products, services and opinions for promotional purposes via mobile devices li and brian, 2007, p. In specific, the purpose is to understand the attitudes of finnish consumers toward mobile advertising. Mobile advertising allows companies to specifically target the right consumers by looking at age. Role of relevance in acceptance of mobile advertising. Bachelors thesis mobile advertising oum vantharith under the supervision of dr. Mobile advertising is a subset of mobile marketing. Information systems science, bachelors thesis supervisor. Pdf the rapid development of smartphones has resulted in the increasing. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext.
General trends affecting to the mobile marketing 1. Bachelor thesis effect of different types of access devices on. Locationbased advertising lba is established through the powerful combination of mobile marketing and advertising with locationbased services lbs, increasing the value proposition for both industry segments. Acknowlegdements this thesis has not been made possible if without the contributions of. Salo, markus mobile devices have become increasingly important marketing channel in recent years for all kinds of organizations. This thesis however, centers onthe impact of advertising on the sales volume of a product. Monitoring consumers opinions and ideas regarding mobile advertising and knowing their attitudes are few of the key factors that would render. Lule a university of technology ltu utilization of. This thesis is submitted in partial fulfilment of the requirements of the degree of. Consumers attitudes towards mobile advertising in ireland. The general attitude toward mobile advertising in saudi arabia was negative, with 56% often feeling annoyed. Pdf the research method was positivist and quantitative approaches have been chosen. Technology acceptance and purchase intention towards movie.
Instore consumer shopping behaviour through mobile phones. The role of mobile advertising on consumers purchase decisions. Mobile technology is all about customization and personalization, which means mobile marketing is, too. Pdf alkis meletiou thesis final the impact of mobile. The empirical part of the thesis was conducted by means of a quantitative research method.
An empirical study on the adoption of mobile locationbased. From understanding ad viewability, banner fatigue, and dynamic ads, to making use of new concepts like mobile advertising, video, and social media, every brand is constantly on the search for new ways of making their particular product or service more appealing to the. This study is a stylistic analysis of mobile telecommunication limited mtc and telecom namibia mobiles tn mobile english online advertisements. Impact of effective advertising on consumer buying behavior. The objective of this thesis aim was to analyze the effect of advertising on a product life cycle and to find out the right ways and methods of advertising and how to apply them at every stage of the product life cycle. Most of times, advertisements do not have an impact on purchase behavior on consumers due to ineffectiveness. What began as a means to communicate, maintain contact, or reconnect with old friends, has. Mobile devices arm shoppers with instant access to retailer content. Linkedin expands mobile advertising offering linkedin. Evaluation of an sms advertising trial, masters thesis in marketing. The thesis is the backbone for all the other arguments in your essay, so it has to cover them all. The role of mobile advertising on consumers purchase. Consumer acceptance of mobile advertising semantic scholar.
Since the mobile device usage is very high, now the mobile advertising can reach more consumers. Mobile marketing and its implementations jyvaskyla. Sep 30, 2012 mobile advertising is the communication of products or services to mobile device and smartphone consumers. The nature and potential of mobile marketing are discussed and so are the ethical issues affecting mobile marketing. Given the level of popularity and convenience that mobile marketing exudes, it can be established that mobile marketing is an effective form of advertising in. The language that is used in advertising is different from other pieces of writing. This work will shed light on how advertising can really affect a consumers buying decisions in a growing economy like that of nigeria and how successful advertising can keep businesses going even in the midst a tough competition. Alkis meletiou thesis final the impact of mobile advertising on custome by alkis meletiou. Mobile locationbased advertising the effects of deliverymethod, promotions and information sensitivity on advertisement evaluations erica hokse faculty of behavioral, management and social sciences bms master marketing communications master thesis first supervisor. Malaysian youth twitter users technology acceptance usefulness on mobile advertising promoting movies n 400 usefulness mean. Barnes 2007 describe mobile marketing as using a wireless medium to provide consumers with timeandlocationsensitive, personalized information that promotes goods, services and ideas, thereby benefiting all stakeholders. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time and locationsensitive information so that they can get what they need exactly when they need it, even if theyre on the go.
The consumer attitudes towards mobile advertising have been deduced to. Daniel karlstrom submitted in partial fulfillment of the requirements of the bachelor degree of arts in media management department of media and communication royal university of phnom penh may 2006 2. Relevance is one of the most critical issues of mobile advertising because it has been proven that people are far more accepting towards mobile advertising when they perceive it as relevant. Attitude towards mobile advertising and purchase intention of. Mobile lbs leverages a variety of mobile device positioning technologies such as cell id. Mobile marketing is the art of marketing your business to appeal to mobile device users.
This is especially when it comes to mobile advertising as it is a very new occurrence. Five reasons mobile marketing is becoming even more. The thesis the battles of bleeding kansas directly affected the civil war, and the south was fighting primarily to protect the institution of slavery doesnt work very well, because the arguments are disjointed and focused on different ideas. May 22, 2018 importance of mobile marketing today, a large fraction of population access internet through mobile rather than laptop or desktop. With an enormous expansion in the use and reliance on mobile devices and social media, there has been a shift in the direction and speed of interactions, with the expectation of the consumers, in their conversations with the brand, to have a. Mar 05, 2014 today we are announcing the availability of sponsored inmail on mobile. Advertising is mostly a monologue that does not obligate to pay attention and reaction. Users perceptions of control and mobile advertising effectiveness. An abstract of the dissertation of name of student, for the doctor of philosophy degree in major field, presented on date of defense, at southern illinois university car. Bachelor thesis potential and factor of success of mobile marketing author. Mobiles portability feature enables a user to get in touch with world through internet from anywhere and anytime. An empirical study on the adoption of mobile locationbased advertising increasing market penetration of smart phones and mobile broadband subscriptions has created new marketing communication avenues that allow interactive and highly targeted advertising based on individuals location and contextual environment.1029 1540 1195 858 608 1054 293 1081 1577 526 798 633 1045 1149 1493 734 1274 513 116 1577 1033 1559 1258 442 900 310 1026 202 89 660 636 1250 1433 45